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Fumble: Times Square’s NFL Experience to close at end of September

Attraction was only open for 10 months

NFL Experience at 20 Times Square and a referee signaling a false start (Credit: SNA Displays and YouTube)
NFL Experience at 20 Times Square and a referee signaling a false start (Credit: SNA Displays and YouTube)

Times Square’s NFL Experience will not last beyond the first quarter of the NFL season.

The attraction, which spans 40,000 square feet and includes a 4-D roller coaster theater, will close on Sept. 30 after being open for just 10 months, according to the New York Post. The project—a joint venture between the NFL and Cirque du Soleil—was not able to meet its financial goals.

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The NFL did not provide a specific reason for the closure, but expensive ticket prices ($37 for adults, $29 for children) and a lack of marketing could have played a role.

The NFL Experience is located at 20 Times Square, a hotel and retail project from Maefield Development. Natixis securitized a $600 million mortgage in August for the site, which is expected to eventually be home to a 39-story building with a 452-key Marriott Edition hotel. [NYP] – Eddie Small

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Commercial Real EstateNflTime Square